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Mid-20th-Century Denim Levi's Advertising Banner | ANTIQUES ROADSHOW

Founded in 1853, Levi Strauss and Company revolutionized the blue jeans industry by reinforcing the denim with copper rivets. In this video produced for Antiques Roadshow, collectibles appraiser Rudy Franchi looks at a 1950s oversize banner, silkscreened on denim fabric, promoting Levi's jeans and commemorating the history of the company. The banner originally hung in a general merchandise store in Camp Verde, Arizona.

Before the 1950s, blue jeans were worn primarily by factory workers, cowboys, sailors, and miners. By the 1970s, America had undergone a "fashion revolution" as blue jeans became far more popular among people of all ages. Today, the typical American owns seven pairs of jeans.

Levi Strauss, who founded Levi Strauss and Company in 1853, was a pioneer in the blue jeans industry. In 1873, Strauss and Jacob Davis received a patent for their use of copper rivets to reinforce denim, the material used in manufacturing jeans. The advertisement presented here is an oversized banner, silkscreened on denim fabric, that celebrates the history of jeans in America while promoting Levi's brand. The banner was displayed by the owner's grandfather at his general store in Camp Verde, Arizona. The appraiser notes that while the banner is quite large — nearly 10 feet long — it would be a desirable piece of decoration in today's vintage denim stores.

How did the owner acquire the denim ad? Briefly describe her grandfather's career. What can you conclude about her grandfather's store from this banner?

When blue jeans were first developed, what groups of people generally wore them? What was Levi Strauss' "genius," according to the appraiser?

What does the ad depict? What audiences do you think the ad's creators were trying to reach? What details in the banner support your answer? What was most likely the occasion for the creation of this banner?

Can you think of other articles of clothing that have undergone a similar transformation from practical use to a fashion statement?

What makes a market for a collectible? What is a "limited edition"? Why is the size of this banner a deterrent to collectors? According to the appraiser, what is the market for this item?

Describe this artifact's purpose as an advertisement. In your opinion, can a piece of advertising also qualify as art? Why or why not? Can you think of examples of advertising that you consider art?